"Without human input, AI is simply a collection of algorithms and data, which can't make decisions or understand the context. For instance, while ChatGPT can quickly generate code or summarize existing copy in an easily readable language, it can't create genuinely original content, or exercise judgment. This can result in technically correct but shallow content, missing the expertise, nuance and depth that humans bring. But when humans and AI work together, the outcomes can be extraordinary."
"But there are still some kinks to work out - like Alexa struggling with my Northern accent, or algorithms recommending things that I have no interest in or have recently purchased. Additionally, some new technologies like immersive VR headsets make a lot of people nauseous, while natural language AI apps such as ChatGPT sometimes provide bland, inaccurate or biased information."
AI has advanced rapidly in marketing but a gap remains between current capabilities and some futuristic expectations. Practical issues persist, such as voice assistants misrecognizing accents, irrelevant algorithmic recommendations, VR-induced nausea, and AI-generated content that can be bland, inaccurate, or biased. AI systems require human intelligence to provide judgment, context, creativity and empathy. Without human input, AI is merely algorithms and data and cannot make decisions or understand nuance. Combined human and AI collaboration enables processing vast datasets, delivering customer insights, predicting preferences and personalizing campaigns while preserving expertise, nuance and depth.
Read at The Drum
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